Media Training


7 Steps of Crisis PR management

7 Steps of Crisis PR management

7 Steps of Crisis PR management

Crisis PR management, sometimes called crisis comms, refers to events over which you have little or no control, where there is an external agent at work such as a cyber attack, environmental disaster or a global pandemic but which has a direct impact on the stakeholders involved in your brand’s reputation and company’s performance .

Despite the lack of control, can you still proactively manage your reputation?  The short answer – yes. Managing a PR crisis effectively requires you to be disciplined, agile and focused.  Here is how you can manage your business reputation in a crisis:

1. Create your crisis PR plan:

Be prepared. If you have the luxury of time, the most effective way to approach this is to conduct scenario planning within your leadership team before any crisis occurs; alternatively, you will need to execute the following at pace: Brainstorm the worst crises you might have to deal with; sketch out the best and worst-case for each scenario and preferred outcomes; develop a working timeline of how events might develop and then prepare your holding statements for each given scenario. This should be a statement of fact – what has happened and your planned response over the next 24 hours.

2. Designate your crisis team: 

Allocate responsibilities for each scenario, and make sure that those responsible have authority, subject matter expertise and is media savvy. They need authority because the more senior, the more credible you will appear and ideally your spokesperson should have established media relationships.  In addition to the CEO, the team must include relevant experts including a crisis PR chief – all of whom must have appropriate Media skills – it is essential that all members of the team are articulate, credible, and empathetic.

3. Crisis notification: 

Your team needs to be kept abreast of events as they occur – this is key in effective PR crisis management.  A secure system of sharing information is essential e.g. a WhatsApp group is an ideal way of keeping people informed.  Remember to keep the channel exclusive and focussed on crisis comms only – no jokes or pictures of kittens and it must always be on – a crisis is no respecter of time.  Someone always needs to be on duty; make sure it’s the same person or group of people.

4. Crisis intelligence:

Facts and fiction can quickly gain traction in the media.  Unfortunately, the more sensational interpretation can spread the fastest.  Stories which are not managed can grow their own tentacles and be highly damaging causing panic and ridicule, adding unnecessary distress while harming your reputation.  Consider who will be responsible for capturing live intelligence and from what sources; who will be responsible for sharing the information and how the intelligence will be prioritised – a traffic light system could work in this situation.  Using the incoming information you need to constantly reassess and update your comms so that you adapt your messaging and responses accordingly.

5. Business champions:

In addition to your crisis comms team comprising senior management, it’s wise to identify influential individuals inside and outside the organisation whose support you will need to secure your SMART goals. Your staff, customers and supply chain.  Make sure these people get accurate information and don’t forget that people under pressure won’t always get subtleties, but what ever happens you must keep all your champions abreast of any developments in the crisis PR plan.

6. Statements & Formats:

Your holding statements for each stage of the crisis will need to be updated daily to remain factually current and in tune with prevailing temperament amongst your target audiences.  Remember a briefing routine is invaluable and every statement needs to be adaptable to all media channels.

7. Analysis & Learning: 

In many ways we are back to point #1 above and planning for the next one.  Once you have returned to a post-crisis ‘new normal’, you need to sit down with your senior leaders and consider: What went well & why? What went badly & why? What will you do differently & how? When will you institute these changes?

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If you’ve found this article valuable, you can get more useful insight here:

Download Your Ultimate Guide to Crisis PR Management

Watch our Insight 2020 videos and discover marketers’ top challenges and strategies

Read how to adjust your comms to stay connected to your customers: Opportunity is not a dirty word

At ec-pr we are passionate about b2b communication. We believe your work is amazing and we want to help you tell the world how extraordinary it is.

Your Ultimate Guide to Crisis PR Management

The Ultimate Guide to Crisis PR

Unforeseen circumstances have hit us all in 2020. Our guide shows you how to manage your PR in a crisis.

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Event Publicity: Networking with the media like a pro

Event Publicity: Networking with the media like a pro

Trade shows and exhibitions are all about making connections – networking.   Whether that is meeting new people or strengthening existing relationships, your role is to engage with your industry’s media and deliver a story.  Be confident with your messaging and prepared to tackle those off the cuff or sensitive questions. This takes practice and experience, but go prepped and you can make the right impression to get your business noticed by the media organisations who matter.

Here are our tips to help you optimise your media networking at that all-important event:

1. Spend time thinking about your introduction/icebreaker

This can be as simple as your name and what you do followed up by simple open questions – don’t forget to smile!

2. Make your time memorable

Consider describing what you do in a more interesting or memorable way, for example, if you specialise in marine environmental protection, you could say that you are “the guardians of the deep”.

3. Remember, it’s not about you, it’s about them

Think about how you can put them at ease (quickly find a common ground, i.e, Is this your first time at this event? Who in the industry do you both know?) and make them feel more comfortable about asking questions – this will help you to manage your nerves too.

4. Every connection is potentially valuable

Whether it’s school children you could inspire, a politician you could influence, or a journalist you could educate, every interaction should be treated as an opportunity to practice being interesting and engaging.

5. Prepare three open questions

Encourage engagement by preparing three open-ended questions which cover safe territory.

What happens when you get thrown a curve ball? Keep following for next blog on How to tackle those unwanted/unexpected questions.

Missed our blog on How to write an impactful Press Release – read it here.

This blog is part of our series Event Publicity: The Gold Standard.

For a FREE COPY OF OUR EVENTS GUIDE: THE GOLD STANDARD, please email [email protected]

B2B PR – Three ways to grab media attention at Infosecurity Europe 2017

B2B PR – Three ways to grab media attention at Infosecurity Europe 2017

The clock is ticking and there’s less than 3 weeks to go until Infosecurity Europe 2017. So, you should be well on your way to developing your big news story for the show.

Once you’ve got your story, it’s vital that you follow a few golden rules to give your organisation the best possible chance of getting the journalist’s attention. You need to make sure your team has set aside some time to put in place, update or source the following essentials so that you can really make the most of the media profiling opportunity presented at Infosecurity Europe 2017:

1. Named media contacts:

All too often press releases never get to the intended recipient because they are sent to generic email addresses like [email protected] You need to have a ‘named’ contact to send your press release to because generic email addresses are rarely monitored at busy times, if at all. By personalising your email your organisation comes across as being far more switched on, thoughtful and interested. If you want a journalist to use your story shouldn’t you, at least, know their name?

2. A picture speaks volumes:

Good quality photography, or graphics, which bring your story to life can give you the edge over your competitors. This is because good images provide you with an opportunity to dominate the page and side-line other stories. Magazines prefer to receive images as Jpegs and PNG files so make it is easy for the publication to use your material by sending your images in this format.  Images should be sent as attachments to the email, not pasted in to the body of the release.

3. Make it a headline worth reading:

The headline is going to be the first thing the journalist reads which means that it needs to be short, informative and attention grabbing. Remember, news editors will receive hundreds of emails a day – so don’t try and be clever, keep to the point and let the editor jazz them up if they think appropriate.

Three simple things that can provide you with significant marginal gains.

Cybersecurity – Media Training Case Study

Cybersecurity – Media Training Case Study

Cybersecurity - Media Training

How to equip spokespeople to confidently engage with journalists

Requirement

The Mason Advisory Cybersecurity practice awareness campaign has delivered consistent brand visibility and as the campaign gathers momentum, there will be increased opportunity for its experts to engage with journalists. The task was to equip Mason Advisory’s cybersecurity practice spokespeople with the knowledge, skills and practical experience of being questioned by a journalist so that they could deliver an interesting, informed and compelling interview.

Plan

Spokespeople were provided with insight into how the media works, what journalists are looking for and the common bear traps to avoid. Each executive was then provided with a number of bespoke scenarios to practice with EC-PR playing the role of the journalist. The executives were filmed to add tension so that they could experience answering questions under pressure.

Outcome

“The Mason Advisory cybersecurity brand profile has grown significantly, with regular commentary in key press. Our straight talking, clarity of thought and problem solving credentials are communicated consistently. The recognition that our brand receives in the media ensures our consultants are considered as critical partners in a highly competitive market.”

Graeme Park

Senior Cybersecurity Consultant, Mason Advisory

GUARANTEED PERFORMANCE

Being in the right place at the right time… We will deliver feature length coverage to your target press… or your money back.

Media Training

Media Training

Media Training

Our bespoke media training provides you with the confidence and understanding to deliver an informative and interesting interview.

MEDIA TRAINING

Our bespoke media training provides you with the confidence and understanding to deliver an informative and interesting interview.

We design and deliver bespoke media training.

So when we introduce you to the most influential journalists in your sector, you can engage them with clarity and confidence.

“The workshop was very well designed and tailored to meet my specific needs. The feedback was particularly helpful as it gave me a clear understanding of the areas I need improvement.The training has given me the confidence to talk effectively to the media.”
Sujata Stead

Chief Executive Officer , Cambridge English

What we offer

Our bespoke media training workshop provides candidates with insight regarding how the media works and what journalists are looking for. It provides them with new skills to help them deal with difficult questions and shows them how to take control of challenging situations.

What is achieved

Each delegate undertakes practical exercises based on real life scenarios tailored specifically to their areas of expertise. This means that participants are operating in familiar territory and can focus on learning to manage the interview while building their confidence in a safe environment.

Valuable Feedback

Video analysis and group feedback is used to encourage debate and build confidence amongst participants.

Our workshop equips spokespeople to speak intelligently and appropriately in any given scenario that they are likely to find themselves in.

7 Steps of Crisis PR management

7 Steps of Crisis PR management

Crisis PR management, sometimes called crisis comms, refers to events over which you have little or no control, where there is an external agent at work such as a cyber attack, environmental disaster or a global pandemic but which has a direct impact on the...

read more
Event Publicity: Networking with the media like a pro

Event Publicity: Networking with the media like a pro

Trade shows and exhibitions are all about making connections - networking.   Whether that is meeting new people or strengthening existing relationships, your role is to engage with your industry’s media and deliver a story.  Be confident with your messaging and...

read more

GUARANTEED PERFORMANCE

Being in the right place at the right time. We will deliver feature length coverage in your target press... or your money back